The automotive industry and the right marketing mix
With the global recession the automotive industry worldwide was faced with severe slump in sales.The crisis of the automotive sector had made itself felt in 2008 and the bottom of it was reached in 2009. World's leading automotive brands tried to sell their products with unprecedented sales campaigns. Even governments were involved in rescue measures to compensate for the huge slump in the automotive sector. In Germany, for example, car owners were scrapping their old cars with the state scrapping premiums to boost weak sales.
What’s going to happen in 2010? Car owners were served with new cars in 2009. The demand is collapsing. The worst is yet to come and industry experts are confident that record numbers in sales will not be achieved this year. In fact, automotive brands have to prepare themselves for the crisis after the crisis by repositioning themselves in the market. Through the implementation of effective marketing and sales strategies, companies still have the opportunity to find one or the other potential customer. The only question is how?
The importance of the internet in different economic sectors is dramatically increasing. Neither crisis nor the role of traditional media in the media landscape can minor the role of the world wide web. Behind worldwide TV consumption, the internet usage is ranked second. Fast broadband connections, affordable internet usage prices are just two factors which helped boosting the imortance of the internet and helped to overtake two major players of the traditional media landscape, which is radio and printed media. Even in some countries people spend more time ‘surfing’ the world wide web than watching TV.
In an industry where the target audience was bombarded with unprecedented sales campaigns from manufacturers and dealers in 2009, the automotive sector of 2010 needs a more effective way to reach the right prospects at the right time in the purchasing process. As I mentioned in my earlier post how the internet outranked peoples’ radio and printed media consumption and how it goes had to had with the TV, it is now time to add effective online activities to car manufacturers and dealers advertising/marketing mix.
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